Bøger i Market Research in Practice serien

The Effective Use of Market Research looks at the circumstances in which market research is necessary, and explains what management can expect to gain from research and then analyses the type of business decisions that may be taken as a result.

Construct and use better questionnaires for more effective market research.

In Market Intelligence Callingham (visiting professor, Birkbeck College, U. of London, UK) addresses the concerns that client organizations should address in commissioning and utilizing market research. In 11 chapters, he looks at such topics as the impact of market research on decision-making and the organization of the market.

This practical guide examines how to research customer satisfaction and loyalty from both a client and supplier perspective, and how to get the best results from such research.

Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.

Qualitative Research looks at the different theoretical models within which qualitative research operates, explores the strengths and weaknesses of qualitative research for different business problems, and examines how to define what to expect from the outcomes and how to apply them in a business context.

This essential resource for students, new researchers and marketers explains the fundamentals of market research.